Voici comment comprendre le comportement des consommateurs dans les ventes au détail.

Trends are more than just sales signals—they reveal the deeper desires and motivations of consumers. Tuning into shifts in behavior helps brands anticipate not only what customers want, but why they want it.

There are different models in retail business. In pharmacy business, the needs for overall health and speed to recover with affordable price is the forever "in-trend". Seasonal shifts can provide impulsive impacts, but it is more important to focus on the core so that consumers have the awareness to look for your brand when they need it. For example, Uniqlo, despite in fashion world, there are SKUs that never go off the trends. Keeping simplicity and brand's core item or value is as important as understanding the trend.

Understanding consumer behavior in retail sales requires analyzing patterns and motivations behind purchasing decisions. Start by observing buying habits—track what products sell, when, and why, considering seasonality or promotions. Gather customer feedback through surveys or conversations to understand their preferences and pain points. Use data to identify trends in spending, product preferences, and customer segments, like frequent buyers or first-timers. Recognize emotional triggers, such as convenience or exclusivity, that influence choices. Study competitors' offerings to see what attracts customers, and compare in-store vs. online behaviors to tailor experiences. These insights help refine strategies and improve sales performance.

As a retail business mentor, I once helped a retailer who was struggling to comprehend consumer behavior. By concentrating on trends, we evaluated purchase patterns and seasonal variations, allowing us to predict client demands. This proactive strategy permitted fast inventory modifications, ensuring that the store provided appropriate items. As a consequence, not only did sales grow, but the business established a reputation for being responsive to market demands, increasing customer loyalty.

As a retail business mentor, I once collaborated with a retailer that wanted to better understand customer behavior. We used a method of asking questions directly throughout checkout transactions. We learned so much about consumer preferences and purchase factors by promoting informal discussions and using feedback forms. This not only optimized our sales methods, but also strengthened consumer connections, resulting in better overall shopping experiences and greater loyalty.

When there is no car, the answer you get when doing a survey on the how improve transportation most likely would be "I hope to have a faster horse". That is why, in my view, survey question although is good, a retailer should always think within and out of the box to make transactions frictionless and with better experience, if possible with meaning. In my industry which is pharmaceutical health, I see that having concrete data gives a better overview in asking the right question. For example, when we provide a suggestion for supplement, it is usually generic one way question. But if we know the DNA sequences of the customers, we would make a better decision and ask a better question.

Asking questions turns retail into a conversation, not a transaction. Engaging with customers builds trust and gives them a voice, making them feel valued and more likely to return.

In retail industry, be it pharmaceutical or others, it seems that the fast pace of the technologies, information and volatile economy making retailers are required to make a decision based on smaller period of time (Eg. 3-6 months) instead of years of data. There is no one size fits all, understanding our positioning gives a better clue in knowing what data to analyze. Big data is great, but without decision on what is important to analyze we would most likely end up with a bunch of complicated data

Data isn’t just numbers; it’s a story of your customers. When analyzed properly, it can guide strategies that make shopping experiences feel personalized, intuitive, and tailored to their evolving needs.

Feedback is the heartbeat of your business. It’s not about just listening; it’s about acting on insights, showing your customers that their voice shapes your brand, and building lasting loyalty.

Experimentation keeps your retail space dynamic. Small, thoughtful changes can reveal hidden consumer preferences, sparking excitement and deepening customer engagement in ways that static setups never could.

Educating team member is a long process. It is important to put important touch points on customer journey so that the service level is of a certain expectation, especially in retail where turnover can be very high. One of the best gifts that an employer can give to their employees is skills. Sometimes it can be demotivating to trainers or coach where trained staffs are scouted or moved to competitors, but in my experience, apart from skills it is the DNA of the culture of company that remains resilience despite location, position or job nature. Brand education is as important as skill education in my experience as a team leader.

Empowering your staff with the ability to read consumer cues can transform the shopping experience. Their awareness turns passive observations into actionable insights, elevating customer service and driving better outcomes.

Understand consumer behavior in retail sales by researching demographics, psychographics, needs, and shopping habits. Analyze sales data, customer feedback, and market trends to identify key factors influencing purchasing decisions. Leverage technology, such as CRM software and POS data analysis, to track customer behavior and preferences. Consider behavioral models like Maslow's Hierarchy of Needs and the Theory of Planned Behavior. Optimize the in-store experience through layout, product placement, and sales associate training. Stay informed about trends like omnichannel shopping, sustainability, personalization, experiential retail, and mobile commerce to enhance customer satisfaction, sales, and loyalty.